Sephora brings new digitally-enriched store concept to Spain for a unique beauty experience

Selective retailing


First introduced in France, the new Sephora store concept is now available in Spain at two new flagship stores. Featuring innovative design, these hyper-connected stores bring customers a unique beauty experience in an unprecedented service-driven environment, perfectly expressing the beauty retailer’s Play, Share and Shop philosophy. 

Following the tremendous success of two pilot stores opened in March in Nantes and Val d’Europe in France, Sephora has brought its new store concept to Spain. This new concept revolves around a fascinating variety of services, letting Sephora offer a groundbreaking beauty experience, transforming beauty shopping in Spain, where the brand has been present since 1998. 

The unprecedented customer experience debuts right from the entrance with a giant slide for shoppers who eschew escalators or a piano stairway. As at the two French pilot stores, these newest concept stores include a Trend Zone with a selection of hot new products, a Beauty Hub for personalized advice and Beauty Classes to learn about specific makeup topics. With four distinct experience spaces – compared with one or two at classic stores – the new concept stores give customers access to an expanded range of brands, from the latest on-trend products from South Korea to para-pharmaceutical products, and engage with a broader audience, especially Millennials. 

New services include the Dry Bar by Rizos for a 15-minute hairstyle touch-up and the DROPS fragrance experience, designed to introduce younger customers to perfume by letting them personalize the bottle of their chosen fragrance in a fun, interactive way.

With these two new concept stores Sephora introduces a groundbreaking shopping experience in Spain, as the brand continues to expand the concept throughout Europe, adapting it to each country for an even more exclusive experience.